Podcasts about oli billson

After successfully starting, growing and scaling five of his own businesses, Oli Billson is now focused on helping fellow Entrepreneurs win at business and succeed in life through his programs at nextlevelbusiness.com.

In this episode, Oli Billson shares insight into how and when he built a strategic system in order to grow and scale his agency’s revenue. He explains how he reached $300k-$500k of monthly recurring revenue in 18 months and divulges his secrets to billing clients properly in order to maximize profits. Oli shares many valuable pieces of advice for agency owners that are looking to grow and scale efficiently, noting lessons he’s learned from his journey as an entrepreneur. Don’t forget to subscribe to Operation Agency Freedom podcast to stay up-to-date about the best ways to own your agency: https://dudeagency.io/category/podcasts/

After a 2 year back, The Happiness of Pursuit Podcast is back AND with a new set-up!   In this episode, I give you a breakdown of what I have been up to the past 2 years and give thanks to some of the mentors who helped me get here. Special thanks to:   Tucker Max, Zach Obront, Scribe Media, Kelly Teemer - you and your teams were amazing! I would not have been able to write, publish, and have the book launch I did without you.   Jim Brown - your insight into how real wealth and a fulfilling lifestyle is built has been essential (I can't wait for your program to launch)   Tom Bilyeu - your mentorship and program have been such a huge part of my transofmration in building a anti-fragile identity   Jocko Willink - the lessons on what ownership looks like across the board (especially as a father, a leader, a friend) have been essential   Andy Reirson and all the teams at our RR46 Family of Companies! It has been amazing to see how even big agencies can maintain a culture of family and people first.   Gino Wickman - for the willingness to collaborate on e-Leap and helping more entrepreneurs find their way!   Oli Billson - for giving me the blueprint to build a business and lifestyle while making sure I kept the important things first!   Dominic Cummins Ivana Lauro - APEX has been incredibley fulfilling! To know we are helping other agency owners find their Zone of Genius and build (and to all our members - you've made this journey incredibly rewarding!)   Matt Kleinrock and Chris Faison - seeing living proof of what small business leaders look like has been amazing!   To my family, friends, and fans of the show - thanks for having my back through all the good times, and bad!   Carrie Ann - you and our kids are the driving force behind my WHY! Thank you for the unrelenting support (and patience).   Get all the show notes here.

Oli Billson is an 8 figure business owner who started his first local business at the age of 15. By 18, he had successfully franchised his business and took the practices and processes he had created to allow other aspiring business owners to profit off of them. In this episode, Oli shares his journey into the understanding of how to create a business inside of a business, and how you can do the same. Oli is my personal mentor and an amazing entrepreneur, and I’m so excited to share this episode with you! If you want to schedule a call to see how we can help your local business or agency, visit alliebloydmedia.com/book

Marketing makeovers and automation strategies, coupled with quality client acquisition will definitely grow your business to success. While implementing mobile marketing initiatives, converting prospects into customers will come naturally. Oli Billson started his first business at the age of 15 and now owns a portfolio of four multi-million dollar businesses, one of which is international with 170 franchises. His superpower lies in strategizing and implementing conversion-led money-making sales and money-making funnels. On today’s podcast, Oli talks about how his latest venture transforms normal businesses into fast-growth businesses that experience double-digit growth year after year. Topics Covered: Who is Oli Billson? [00:19] What are some of the mistakes you see most people are doing wrong when it comes to lead generation? [05:25] What are some really good tips on how to qualify a lead? [07:11] Why do you think most people get so tripped up over those vanity metrics? [12:53] What are the elements of the "Phone Funnel System?" [17:06] What is the main criteria in your mind in order to break through the noise in these different platforms? [23:14] What is your advice to the listeners who are trying to put themselves more out there? [28:58] What is an interesting approach on where to put the calendar or the scheduling link on a funnel? [33:37] Why do you think most businesses begin to self-destruct the scale? [39:42] How important is automation for a business? [46:58] Connect with Oli Billson OliverBillson.com Connect with Jason Portnoy jportnoy.com Instagram Like the episode? Come visit us on Apple Podcasts - don't forget to subscribe and leave a review! We appreciate your feedback and would love for you to help spread the word!

Ryan Chapman and Oli Billson discuss the elements of a perfect pre-video for appointments. Oli Billson shares his 25 step method for constructing the perfect video.

This week we’re talking about a conversion strategy for businesses who have sales calls with their customers. In this episode, repeat guest Oli Billson joins us to talk about his Phone Funnel Framework. He explains how he takes cold traffic and turns it into long-standing and loyal customers for service, information-based, and local businesses.   IN THIS EPISODE YOU’LL LEARN: The types of businesses and benchmark product price point that the Phone Funnel Framework works best for The importance of qualifying leads before they come into your funnel and what to do with leads that don’t pass the test Where to place the call scheduler within your funnel and why you should only be giving a 3-day window for scheduling What to send before the scheduled call to increase your show up rate and warm up the lead   LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Next Level Business Complimentary Discovery Call Oli’s Website Oli on LinkedIn The Ecommerce Ad Amplifier™: How to Scale Your Campaigns, Sell More Physical Products, & Double Your ROI in Facebook Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads Episode 150: 3 Facebook Funnels to Drive More High-Ticket Leads Episode 220: The 3-Step Strategy to Building a Multi-Million Dollar Virtual Marketing Agency   Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review. iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

The Inbound Success Podcast launched on August 28, 2017 and today marks the 100th episode, and 100 straight weeks of publishing interviews with high performing marketers. On this week's Inbound Success Podcast, I'm taking a break from interviewing guests to share with you 13 trends that I've observed from the 99 interviews I did throughout the last two years. Listen to the podcast to learn more about the 13 things that the world's top-performing inbound marketers are doing, and get links to the specific episodes where you can dive deeper into each topic. Transcript Welcome back to the Inbound Success podcast. My name's Kathleen Booth. I'm your host, and this is the 100th episode of the podcast. I thought this was a great opportunity for me to take a break from the usual routine of interviewing some of the incredible marketers that I get to speak to every week and look back on the last 99 episodes and try and digest some lessons learned. I've had the incredible good fortune of speaking to some really amazing marketers in the last two years as I've done this podcast. It's given me an opportunity to meet people I otherwise never would have met, to learn some things that have really kind of made a difference for me in the way I think about marketing, and have prompted me to take a second look and reevaluate the way I've been doing some things. So, thought it was a great opportunity to share some of those lessons learned with all of you. How The Inbound Success Podcast Got Started But first, I wanted to just take a moment and tell a story about why I started the podcast. It was about two and a half years ago that I had my own marketing agency, Quintain Marketing. I had had the agency for 11 years. I'd gone to a lot of marketing conferences and listened to tons of podcasts, and watched webinars, always looking to make myself a better marketer. I had a lot of clients that I wanted to help. I also wanted to market my own agency and do better every day. I always would listen to these folks talk about the marketing work they were doing and the incredible results they were getting, and so infrequently felt that there was anything really tangible that I could take away from it and immediately use to improve my own marketing. This podcast was really an attempt to solve for that. It was me trying to scratch my own itch, and in doing so hopefully helping some of you. The interesting thing about this has been that it has certainly done that for me, and it has also done so much more. I already mentioned that it's enabled me to meet so many people I otherwise would never have met. There are a lot of people in the marketing world that I really admire and respect. And having the excuse of saying, "Hey, would you like to come on a podcast?" is a great way to meet someone new and to meet and to form that relationship, so that's been great. I've also met some really incredible people that I didn't know about through my guests when I ask them who else is doing a really great job with inbound marketing. And those relationships have been amazing. One of the most amazing and incredible things about this is that it changed the entire course of my career. One of first people I interviewed when I started the podcast was Bob Ruffolo, who is the founder and CEO of IMPACT. Now, I work at IMPACT. The reason is that before we started to hit the record button for the podcast interview, we were just talking about how things were going. I was telling him that I thought I might be ready to make a change, and that led to me selling part of my company to IMPACT and joining the team. That's been a really major shift in my life and a great one. I've learned so much. I get to work with some really smart people every day and do very, very interesting work. All this has come out of this little podcast. And most importantly, I've learned a lot about marketing. As I said, that was my original goal. 13 Lessons From Interviewing 99 High Performing Marketers So without further ado, I looked back through the 99 episodes I've done before today and really saw 13 themes emerge. That's what I'm going to share with you today. 1. There Is No "Secret Sauce" The first one ... And some of these, by the way, are going to seem like no-brainers, but they're important because it's important to remind ourselves of the things that we kind of already know. First one is, in most cases there really is no secret sauce to being an amazing marketer. The folks that I interviewed who were the most successful have a few things in common. Number one, they are voracious learners. They're always trying to improve their knowledge. They're always hungry for more. And they're consistent. That's huge, the consistency. A great example of that is Goldie Chan. I interviewed her. She's often referred to as the green-haired Oprah of LinkedIn. She has the longest running daily channel on LinkedIn. She's posted a new LinkedIn video every day for I think it's about two years. It's incredible. It doesn't matter where she is, what's happening, whether she's feeling well, whether she's traveling, what her access to Wifi is, she finds a way to do it because consistency is so important for her. And it's really paid off. They also do a few things and do them really well. A great example of that is Rev Ciancio who I talked with about Instagram marketing. Rev has an incredible Instagram presence. Which by the way, do not look at it when you're hungry because his pictures are all of mouthwatering hamburgers, french fries, pizzas, chicken wings, nachos, essentially everything that's bad for you, but that tastes so good. But, Rev has a fascinating strategy for how he approaches Instagram and has built an entire business around it. He does one thing, and he does it really well. Alex Nerney talked about Pinterest similarly, just a platform a lot of inbound marketers overlook, but he's really figured out a way to make it sing for him. The hungry learners who are consistent and who pick a few things and do them really well, that's really the secret sauce, which essentially isn't so secret. That's number one. 2. Listen To Your Customers And Prospects And Use What You Learn in Your Marketing Number two is they really listen to customers and prospects and use that in their marketing. Again, sounds like a no-brainer. We always talk about the need to do persona research and to build buyer personas, but I think what happens is we get very often so caught up in building the actual persona that we forget the big picture, that it's not about having this fictional profile of a person. It's really about understanding the way our audience thinks, what their real pain points and needs are, and the language they use to talk about that. A couple of the interviews I did were great examples of this. Barron Caster at rev.com who uses their own transcription product to transcribe all of the conversations they have with customers and then pull actual words that customers have used out and feed that into the copy on their website and landing pages, and that's gotten them amazing results. Val Geisler and Joel Klettke, two of the most accomplished conversion copywriters out there, both also talked about this type of research and understanding deeply, deeply the needs of customers and prospects. Paul Blamire at Atomic Reach, who is head of customer success and makes it a point to speak to new customers shortly after they've onboarded and really understand what brought them to the company and how the product is solving their needs. And he feeds that back in not only to marketing but to product development, to every aspect of the business to deliver a better customer experience from first touch in the marketing process all the way through the experience of using the company's product. 3. You Don't Need Fancy Tools Or A Big Budget Number three, you don't necessarily need fancy tools or a big budget to get incredible results. There are some really great examples of this. Oli Billson who I recently interviewed about the small events he's doing that are delivering tremendous amounts of revenue to his business. Chris Handy who talked about marketing for a Pre-K school, really small campaigns, but they just really ... They understood their audience, and they used the available tools that they had and got terrific results for the school. Adam Sand, who's using direct mail in conjunction with inbound marketing, super old school, but very effective for him. And Harry Campbell, who's The Rideshare Guy, and he's probably the top content creator in the ridesharing space. So think Uber, Lyft, Lime, Bird. He just started blogging and has created some great content and a big following. You really don't need fancy tools or a big budget. You can do it on your own with what you've got, if I go back to the first thing, if you're consistent, if you pick a few things and do them really well, and if you're a hungry learner who is willing to roll your sleeves up and apply what you're learning. 4. Connect With Your Audience On An Emotional Level Number four, the best marketers connect with their audiences on an emotional level, another thing that might seem obvious but that I think a lot of marketers get wrong. We tend to put our marketing hats on and make our marketing all about ourselves or we fall back into that comfortable place of corporate jargon, and kind of robotic speech, and use words like leverage and synergy. Nobody talks like that in real life, or not at least the people that you want to hang out with. The people who talked about this were Kieran Flanigan of HubSpot who shared their hearts and minds strategy for creating content with two types of content, content that solves a person's problems and tells them how to do something, that's really that mind's content, and then the heart's content, which taps into a pain and emotional need that the audience has. Then, Katie Stavely from Mautic. This is ironic that these are the two examples I'm giving for this one because HubSpot and Mautic could be considered two different sides of the same coin, HubSpot being a paid marketing automation, CRM, customer service platform, and Mautic being a completely free open source alternative to it. Katie talked about how important it was to be authentic in your marketing, especially with their audience, which it's all about community. It's opensource software, so your community is helping you develop your product. But regardless, the idea is to really make that emotional connection. 5. Sometimes The Biggest Wins Come From Content That Is Not Related To Your Products Or Services Number five, with content marketing, sometimes the biggest wins happen when you don't create content about your products or services. We as marketers, as inbound marketers, think a lot about top-, middle-, and bottom-of-the funnel strategies. We're always brainstorming what are the questions that our audience is asking as relates to our product or service. That often leads us to create content that is very much about us and not so much about our audience. But, I had two interviews that I thought really highlighted how successful you can be if you flip that script and talk nothing about yourself. What I mean by that is ... I'll start with Stephanie Baiocchi, who was actually Stephanie Casstevens at the time I interviewed her. She hadn't been married yet. And funny enough, she was not working at IMPACT. That's another great outcome of the podcast. Now she is. But, she talked about a campaign that she was running for a client that sold solutions for medical waste from physicians' practices. Originally, they were creating a ton of content around medical waste, and it just wasn't working. The reason is that their audience, which is really the office managers for physicians' practices, already has a medical waste solution. You can't be in business if you don't, so they weren't out there searching for any information about medical waste. They didn't even realize they needed to switch providers or that they had a problem. It was when she kind of took a step back and thought, "What are the biggest problems that office managers have? It doesn't need to have anything to do with medical waste," and she realized it was patient no-shows. They created a patient no-show policy template that office managers could use. That was a total home run. What it did was it opened up the conversation with their audience so that eventually they could begin talking about medical waste. But at that top-of-the-funnel level, they needed first to really open that conversation, and product- and service-related content wasn't going to cut it. Another person who did that really well was Ryan Bonnici, who is now the CMO of G2 Crowd, but at the time was working at HubSpot. HubSpot's a company that has a huge audience. Of course, trying to broaden the top of the funnel at a company like HubSpot is challenging. All the low-hanging fruit is gone, and so you really have to get creative. He was trying to target a small business audience. He really asked himself, "What are the problems that small businesses have?" And, again, doesn't have to have anything to do with HubSpot. He realized when you're starting your business or when you come to work at a small business, one of the first things you have to do is come up with an email signature. You're usually either copying one that somebody else in the company has created or you have to create it from scratch, and it's kind of a pain. He built an email signature generator, an online tool where you could type in some information about yourself and it would spit out a really nice-looking email signature. That tool generated a ton of traffic, leads, and revenues for HubSpot, and it cost them only $6,000 to build it, but the impact was enormous. So, great lesson learned about getting out of the habit of creating only product- and service-related content and thinking bigger. 6. Paid Ads Are An Essential Part Of Any Inbound Marketing Strategy Number six, the old myth that paid ads are not inboundy is dead, or it should be dead. This one was woven throughout almost every interview I did. It's funny because when I first started working with inbound marketing, it was back with my old agency. I had discovered HubSpot. We were following their original methodology of attract, convert, close, delights, for those of you who've been in the HubSpot world for a long time and all. I remember many times going to INBOUND and seeing Brian Halligan stand on stage and talk about how the old way, the old interruptive way of marketing was paid ads, and people didn't like being interrupted. I think we all read that as, well, paid ads are not acceptable if you're an inbound marketer. That myth started dying, I think, several years ago, but it's worth repeating that paid ads are, I would say, not even just inboundy, they're essential to an inbound strategy in this day and age. I'll just list off a bunch of names of my guests who've talked about it. This isn't even a complete list, but Mark Rogers, who at the time was with Carney and grew The Daily Carnage newsletter using Facebook ads; Sterling Snow from Divvy who's used ads to drive leads for their platform; Moby Siddique who has his own inbound agency and does some incredible Facebook ads work with Messenger bots; AJ Wilcox, who is a LinkedIn ads expert; Ali Parmelee, who's one of my coworkers here at IMPACT who does incredible things with Facebook ads; Anthony Sarandrea; Rick Kranz. The list goes on and on. All of them attribute the success that they're getting and the incredible results to some form of paid ads. Let that be the final nail in the coffin of that old myth. Let's really embrace ads, and not just checking the box with ads and promoting our posts, but really taking a full funnel approach to advertising. Because that's the other thing that these folks talked about is it's not about boosting something on Facebook. This is about really digging in and getting good at ads and thinking how ads can be used at every stage of the funnel. 7. Content Distribution Is Critical Number seven, it's not enough to create and publish your content on your website. You've got to promote it and distribute it. This is one that I've heard time and time again. A lot of the best marketers I've spoken to say you should spend twice as much time promoting and distributing your content as you do creating it. I think for a lot of us that equation is backwards. One person who talked about that was Kipp Bodnar who is the CMO of HubSpot, probably one of the companies that is the best at inbound marketing. He talked about what a game changer it was in the last year when HubSpot really threw some muscle behind content distribution and how that impacted their traffic. This is a company that already had amazing traffic, by the way. Then, Phil Singleton. I loved my interview with Phil who is an SEO expert and an author. Phil talked about this great strategy he uses for clients where he's creating e-books, just like lots of inbound marketing agencies do. But then he takes the e-books that he makes for clients, or he takes a collection of blogs, for example, and compiles them into any book, and he publishes them as Kindle e-books on amazon.com, and also in some cases as hard copy books through Amazon direct publishing. It is so simple, and straightforward, and inexpensive. It blows my mind that more marketers are not doing this. It was a cool episode, so definitely check that out. But yeah, the lesson is don't just like write those blogs, create those e-books. Think about what are you going to do with them once they're published. How are you going to get them out in front of the world? 8. Original Research Can Drive Tremendous Results Number eight, original research can have amazing results. I had several interviews where people touched on what has come of original research. One of the people I think that that is most famous in the marketing world for doing this is Andy Crestodina. He has been doing a blogging survey for several years and really credits that with bringing a lot of attention to his agency, Orbit Media, out of Chicago, giving him a ton of backlinks and press. It's a pretty simple survey. He does put quite a bit of effort into promoting the survey itself so he can get a lot of responses, and then once he gets those responses into packaging that content so that he can turn it into things like infographics and articles, et cetera. But, it's not just Andy. Michele Aymold from Parker Dewey uses original research and data to boost her marketing results. Clare Carr from Parse.ly, they actually don't even have to do that much research because simply by the nature of the product that they sell they have access to a lot of proprietary data. She's really productized that and used it to get a tremendous amount of press. In fact, she was able to dramatically cut back the amount of content she was creating while getting better results because the data itself was so attractive to their audience, and it also helped her reduce their PR spend. Then, Rebecca Corliss at Owl Labs. They produced the state of remote work, and that's gotten them quite a bit of traction. 9. Community Is A Powerful Tool To Fuel Growth Number nine, community is such a powerful tool for marketing. This is an interesting one because here at IMPACT we've been working really hard over the course of the last two years to build our own community called IMPACT Elite, which is on Facebook. We've learned a lot about community in the course of doing that. I would say it has been a game changer for our business, certainly. We now have over 5,000 people in that community. It's a delicate balance how you run it. You can't make it all about yourself. It has to truly be about helping the members of the community and getting them to the point where they're almost running it, if you will. I spoke to several other people who have built communities and had similar experiences in terms of the community being a fundamental tool in the growth of their business. One was Bill Faeth who is a marketer who specializes in the limousine and transport business. He has Limo University, and he has a big community around that of limousine companies. Frank Gruber, who started Tech Cocktail in the beginning and turn it into Tech.co, which was then acquired, he now has a company called Established. But, he began this grassroots community all over the country of startups and people interested in the startup ecosystem and wound up building a tremendous media business from that. Nikki Nixon who at the time I interviewed her was running the FlipMyFunnel community for Terminus. Ameer Rosic who has a community focused on blockchain called Blockgeeks. And Mark Graham, who is an old friend of mine doing amazing things, he's up in Canada and has a software platform called Commonsku and has built a great community around that. All of these folks doing incredible things with communities in very different niches, I should say. For Bill, it was limo companies. For Frank, it was startups. For Nikki, it's people who are ABM practitioners. For Ameer, it's folks in the blockchain community. And for Mark Graham, it's people in the promotional products world. All of these different niches need communities and people are hungry to connect with others who have similar interests as they do. 10. The Quality Of Your Content REALLY Matters Content quality. I had a couple of great interviews on this. This is one that I'd love to talk with more people who are focused on this. In this day and age, you can't just be creating content and checking the box. You have to really create great content that is better than anything else out there if you really want to get amazing results. One person who talked a lot about this was Oli Gardner and how he is putting a lot of effort into really making the content that they create be the best that's available on the Internet. Emily Maxie from Very talked about this, too, really digging deep and creating unbelievable resources for your audience. Both of these folks are getting great results in terms of traffic, and that traffic ultimately turning into leads, because they took the time to create in-depth pieces that really added value for their audience. Seems like it should be obvious, it's another one of these, but it's really not too a lot of us. I mean, you might think your content's really good, but is it the best? When you Google that topic that you created content about, is your piece the best thing that you can find in the search results? If not, go back and spend the time and make it better. I think one of the lessons I've learned is it's better to make less content that's better content than it is to create a high volume. 11. Creating A Podcast - Or Being A Guest On One - Is A Good Way To Build Your Brand Another theme that came out was podcasting. It's sort of ironic because we're on a podcast talking about podcasting. But a lot of my interviews, as I went back and reviewed, had to do with podcasting, beginning with George B Thomas, who I've had the privilege to work with over the years here at IMPACT. He's now at Impulse Creative. George is a prolific podcaster, and he's ... It might seem easy when you listen to him. It just seems like, "Oh, there's a guy that just has a great rapport with his audience," but he puts a ton of thought into how he does these podcasts, how he structured them so that they not only deliver value for the audience, but that they have naturally built-in incentives for people to share them and to grow his audience. That's really worth listening to if you're somebody who wants to start a podcast. Andrew Dymski is another person who's been podcasting for a long time and who I've been a guest on his podcast. He's been a guest on mine. He's got some great insights. Ryan Hawke, who has The Learning Leader podcast, Ryan blew my mind just with how prepared he comes to everything. He talked about this, too, how before he does an interview the amount of preparation he does, the amount of preparation he does when he even just invites somebody to come on his podcast. This guy is serious business, and that's why he's so successful. He really has put the thought into it and turned his podcast into a business. Dan Moyle came on the show and talked about podcast guest interviews. So not necessarily starting a podcast, but if you want to get the word out, going on other podcasts as a guest. At the time, he was with a company called Interview Valet. What's been really cool for me is seeing the other side of that. I get pitched a lot by companies like Interview Valet, and there are certainly other ones as well. They'll send me an email and say, "Listened to your show. Thought it was great. Here's a guest that I think would be really good for you." That's how I've gotten a lot of my more interesting guests. There's something to that podcast guesting strategy that really I think can help you get traction and raise your profile if you're trying to build a personal brand or trying to get the word out about a product or a service. There are plenty of companies like Interview Valet that, for a fee, will take care of that for you. It's kind of like having a talent agent. I also talked to Jay Acunzo about podcasting. He is actually a consultant to other companies and helps them create, produce, and get the best results out of their podcasts. One of his clients is Drift, which comes up a lot on my show. People love Drift, always cited as one of the best examples of a company doing inbound marketing really well, and they have a couple of podcasts. Then, Jeff Large of Come Alive Creative. Lots of folks talking about podcasting. It really stuck out to me that it's not just about, hey, everybody should have a podcast, and I don't think everyone should. It's not right for everybody. But, podcasting can play a role in almost everybody's marketing strategy for sure. 12. Video, Video, Video Number 12, video. Can't have a list of trends and things that are important in marketing without talking about video these days. Some of the guests that I've had that have spoken about this are some of the more impressive people that have been on this podcast. In 2019, I opted to kick the year off with an interview with Marcus Sheridan, who is an amazing man that is a big role model for me. I currently get to work with him at IMPACT. But, he's somebody that I followed for years and I have so much respect for because he sees things about marketing and about customer behavior that a lot of other people don't, even though they're staring us in the face. One of the things that he has really seen and committed to is that when it comes to marketing and selling, we can't just tell people something. We have to show it to them, too, and we show it to them using video. He talked about how important video was going to be in 2019. I know that he's out speaking at conferences and talking about video all over the world. Also, Eric Siu. I kicked off 2018 with Eric Siu doing predictions for last year. He talked about video as well and was like, "Video's going to be huge in 2018." So in both of my kind of yearly prediction episodes, the guests that I've had have cited video as one of the biggest things we should be paying attention to. And then, of course, I already mentioned her, but Goldie Chan, who is a LinkedIn influencer and creates a new LinkedIn video every single day, has made a career around those videos. She's amazing. She travels all over the world and is sought after as a speaker because of the LinkedIn video she creates. And Dennis Yu who has turned video into a formula for building people's personal brands. It's really impressive what he does. They're these short little videos that he films. Using that medium has helped countless people create brands for themselves. 13. Lead With Brand Which brings me to my 13th and last lesson learned from 99 interviews with incredible marketers, and that is that all of these strategies, and tactics, and approaches are powerful. But at the end of the day, the most important thing in marketing is brand. Brand is paramount. Without it, you can have some quick wins but you'll never have a true success that will last over the long term. I'm only going to cite one example here because it's the one that comes up the most. And if you listen to this podcast with any degree of regularity, you know that at the end I always, always ask my guests, "Company or individual, who do you think is doing inbound marketing really well right now?" There is one company/individual, the company and the marketer who's spearheading it for them, that by far comes up more than anybody else, and that is Drift and Dave Gerhardt, who I was very fortunate to have as a guest early on. I can't tell you the number of times people have mentioned Drift, and it's not just people from the marketing world. It's folks that have come onto this podcast from all different industries, and they all cite Dave Gerhart and his work building a brand at Drift as the one succeeding the most with inbound marketing. It's not for me to say what that brand is or to really try to encapsulate what Dave has done, but I think it's fair to say that they've built a brand that's incredibly authentic. There's no artifice. There's no fancy tricks about it. They, of everybody, really reflect everything I've said about the past, you know, this list of 12 to 13 trends I just spoke about today. When I look back through this list, they are doing a few things and doing them really well. They really listen to their customers. It's not about fancy tools or a big budget. The things that make them successful don't have anything to do with that. It's about connecting on emotional level. It's about creating content that sometimes doesn't have anything to do with your products or services. They do paid ads. And it's not enough to create and publish your content, you've got to promote it. They are so good at that. They've got a tremendous community, really high-quality content, a bunch of podcasts. They use video better than almost anybody else, especially on LinkedIn. Checkout Dave Gerhart's LinkedIn presence. And they just have a really strong brand. So my hat is off to Dave Gerhart and the team at Drift for ... If I had to give out an award for top inbound marketers, I think it would go to them. Thank YOU For Listening But really, everybody that I've interviewed over the course of the last two years has been so impressive. It is just my absolute privilege to get to do this every single week. I also wanted to say thank you to you for listening. Podcasting is a funny exercise. As I record this, it's Sunday morning, and I'm sitting in my home office, which is a tiny little room that actually had to be permitted as a closet because it's so small. There's chaos happening around me in my house. I'm by myself talking into a microphone. I'll go away, and I'll turn this into an episode. It'll go live tomorrow. You'll be hearing this Monday, if you get the episode right when it comes out or sometime after, and you're out there listening. But when I create these things, it's just me in a room. To know that there are people who choose to listen to this every week is just an unbelievable honor and a privilege to me. So, thank you from the bottom of my heart for listening to this content. I hope so much that you've learned something from it and that, even if it's in a small way, it's helped you get better results from your marketing and feel like a smarter marketer. If that has happened, then I feel like I've succeeded. With that, I will say I would love to hear from you. It's been a hundred episodes. If you are a regular listener, please take a moment and contact me. I always say at the end you can tweet me @workmommywork, which is my Twitter handle, but you can also message me on LinkedIn. You can email me at kbooth@impactbnd.com. You can send a carrier pigeon. However you want to do it, I would love it if you would get in touch and let me know what you like about the podcast and what's something that I can improve because I'd love to make the next hundred episodes even better. With that, I won't belabor it. Thank you again for listening, and I'll see you next week. Or not see you, I'll be talking to you next week for episode 101.  

How does a small agency regularly pull in $100,000+ from small, 20 to 40 person events? This week on The Inbound Success Podcast, Oli Billson shares how he has brought in over $1 million dollars in new business revenue from a series of just five small, workshop-style events.  Oli is the Founder of Oliver Billson Marketing and a popular marketing speaker featured in conferences around the world. His small educational events for entrepreneurs have become a significant driver of revenue (both one time and recurring) for his business, and in this week's episode, he shares the exact process he uses to plan, promote, and monetize these events. This week's episode of The Inbound Success Podcast is brought to you by our sponsor, IMPACT Live,  the most immersive and high energy learning experience for marketers and business leaders. IMPACT Live takes place August 6-7, 2019 in Hartford Connecticut and is headlined by Marcus Sheridan along with special guests including world-renowned Facebook marketing expert Mari Smith and Drift CEO and Co-Founder David Cancel. Inbound Success Podcast listeners can save 10% off the price of tickets with the code "SUCCESS".  Click here to learn more or purchase tickets for IMPACT Live Some highlights from my conversation with Oli include: Oli speaks at a lot of marketing conferences around the world, and uses that as an opportunity to hold local events in the conference cities for area entrepreneurs and business owners. In the past year, he has run 5 of these small events around the US and Canada. Oli's events are two-day workshops designed to help businesses go "from inspiration to implementation." At the event, attendees get the "Automation Playbook," a pre-built, pre-packaged, well-engineered marketing that they could go and put to work immediately in their business. Every attendee is also given a free, 30 day trial of Oli's monthly membership program called "Player's Club." After the initial 30 days, membership continues at $400 per month. The average attendee stays in the membership program for 9.5 months. Attendees are also given the option to upgrade and join Oli's mastermind group at $15,000 a year. In most of the cities where Oli has held events, he does not have a lot of local contacts, so he relies on a two-step direct mail campaign targeted at a list he purchases from InfoUSA. The response rate for this campaign was 60%. This is coupled with a text and ringless voicemail campaign aimed at driving registrations. The key to monetizing events like Oli does, is to have offers that you can use to upsell attendees. In this case, Oli's offers were structured in a way to deliver recurring revenue to his business. Once someone registers for an event, Oli sends them what he calls a "shock and awe" box with event swag and a "stick letter" reaffirming their decision to register. This has contributed to a 90% attendance rate. Resources from this episode: Save 10% off the price of tickets to IMPACT Live with promo code "SUCCESS" Visit the Oliver Billson Marketing website Connect with Oli on LinkedIn Follow Oli on Facebook Follow Oli on Twitter Listen to the podcast to learn the exact marketing plan that Oli uses to generate six-figure revenue from small, workshop-style events. Transcript Kathleen Booth (Host): Welcome back to the Inbound Success Podcast. I'm your host Kathleen Booth, and this week my guest is Oliver Billson, who is the owner and founder of Oliver Billson Marketing, and a serial entrepreneur with a fascinating background, welcome Oliver. Oli Billson (Guest): Hey, thanks for having me on. I'm looking forward to it. Oli and Kathleen recording this episode Kathleen: I'm looking forward to it too. So for my audience, I first met Oliver at a Digital Marketer's agency training day about a month ago, and he gave a fantastic talk on how he's driven traffic to these local events that he's been holding, and then the impact that that's had on his business and revenue growth. And so I was, as soon as I heard it I was like, "Ooh, I need to share this with my listeners!" About Oliver Billson Kathleen: But before we jump into that, can you talk a little bit about yourself, because you have a fascinating background, and I was interested to read on your site the evolution of you as a businessperson and how you wound up doing what you do now. Oli: Yes, sure, so it is a bit of an interesting story, I guess. I've never actually worked for anybody, I started my first business when I was 15 years old, building computers out of my mom and dad's back room, and that was my first foray, really, into entrepreneurship. And I, as well as having a passion for computing and building computers at that age, I also had a passion for cars, I absolutely love cars, still do to this day, and so what I did was I started an automated after-market business, and really kind of understood at that point, building that service-based business, the importance really, the lifeblood of every business, which is getting and keeping customers. And I was really lucky to be exposed to direct response marketing at a fairly young age, I was only about 19 years old, actually, when I read my first book on direct response marketing, immediately applied it, and really had some profound results from implementing that type of marketing. And it kind of defied conventional wisdom and popular belief, in terms of my circles at that time, the people that I knew that were building businesses. And they were quite amazed at the growth and the catalyst that that had had on my business, and so we grew those businesses and I kind of became known, now I suppose, for building businesses inside of businesses. So we started out as a service-based business, then we started helping other people in my niche at that time, start, grow and scale their own businesses, then we'd create another business inside of that business, which was our exclusive franchise, which we took from zero to 170 franchisees internationally in just less than four years, so very quick growth there. And then inside of that business I built another business which was a marketing agency out of the capabilities I built around marketing inside of that business, and then we transcended that into membership, and selling information and knowledge and expertise online through our memberships, and then into where we are today, which is nextlevelbusiness.com, which is an e-learning business where we help, obviously, service-based businesses, client-based businesses scale. Kathleen: Wow, it is so clear that entrepreneurship runs in your blood, very strongly. I love hearing stories like that, because there's an interesting pattern I've noticed in, I've now like 90-some-odd episodes into this podcast, and I interview different people every week, and they're all people who are getting phenomenal results with some kind of marketing. And what I've started to notice is that a lot of them, probably the majority of them, are not trained as marketers. They are people who have that very entrepreneurial spirit, they're very naturally curious, they're the kind of people who jump in and want to know the answers to things and figure things out, and they love a problem and figuring out how to solve it, and I feel like that is so what I'm hearing from you. It's great, it's- Oli: Yeah, absolutely. It's all about solving the problems for people, you know? Kathleen: Yeah, well, [crosstalk] and I think that's what makes you a great entrepreneur, is figuring it out and taking your business to the next step, because let's be honest, as an entrepreneur you're constantly going to be faced with, somebody once said to me, "As your company gets bigger, you don't have fewer problems, you have maybe the same number of problems but they tend to be bigger problems." And so there's only more things to figure out, so you've got to love that. Oli: Absolutely, yes. Yeah, totally agree with that. How Oli Grew His Business Through Events Kathleen: So let's talk a little bit about what I heard you talk about at Digital Marketer, which is these events. And this started out as something very small, that you quickly saw you were getting results from and then it expanded. Can you kind of rewind the clock and maybe share with the listeners what your original objective and idea was when you first began? Oli: Yeah, sure. Probably like a lot of people, I love attending events, and for those who know me well, I'm fortunate enough now to be asked to speak at events pretty much all around the world, so I love speaking at them, I love attending them. I think there's something special that comes with events in terms of the bond that you can create with people, potential customers, with the proximity that they bring. And there's lots of benefits to running events, from a sales, customer acquisition standpoint, of course, and they're often used as a vehicle, and over the years I've helped lots of other people actually put on their own events, and put butts in seats, and monetize them and have the whole strategy behind it. But although I knew all the benefits of running an event, I was actually a little bit shy to actually do my own events, for a number of different reasons, and probably those reasons were many of the reasons why people don't ultimately do it. Perhaps they're worried about attracting enough people to actually attend the event, they're thinking, "Well maybe I don't have a large enough list of potential people to attend the event," or maybe, "What happens if I can't get people to register for the event, what happens if I can't get them to show up to the event, and what happens or if it was a failure, how would I be perceived in the market if it was a failure?" And so, all of these are the common fears, really, that were running through my mind, and probably run through a lot of minds of the people that may even be listening to this. And really what happened was I was speaking at an event in San Diego, and a good friend of mine said to me, "Look, Oli, you're missing a huge opportunity here to really share your knowledge, expertise, wisdom, experience, with people when you come and speak at these other marketing events," and that's really how this initially evolved was, why not leverage my time in putting on a small workshop ahead or bookending it, really, to somewhere where I was already going to be? And for those of you who can't tell, this isn't an Australian accent, I'm from the UK, so I spend a lot of time over in the States, and most of our clients' customers are in the States. So I wanted to use this as an opportunity to run these events. But I was kind of, really what had stopped me before was all these falsehoods, really, that come with running events. And I thought, okay I'm going to do this, and the first one that I, at this point to just kind of just zoom out, we, over the past 12 months we ran five of these small events in the format that we'll go ahead and talk about here. And the first one that I ran was actually in San Diego. I was going to be back there again in a few months, almost a year from the day, actually, that we're doing this interview, now. And what I guess I didn't quite imagine would happen was exactly how well they would go, and whether it was just by luck or by some level of judgment and strategic thinking, we really did things quite differently to the way that most would go about this, and it really really had a very big impact. I think right now, just to, not brag, but just to kind of say as it is, we went from really going, I think one point, about $1.2 million in revenue from doing these small, big money, from these small events, really. In the format that we're going to hear. So it really does work, and it was done in a way that was very different. And what I mean by that is, I'm sure we've all attended the events where there's a, people have to make sales, right? They just have to make sales, they bring in other speakers, there's lots of pitching, and it creates sometimes not the best experience for the people that are attending. What I knew I wanted to do was stay true to our values and our business, which was really to provide lots of value, to provide a great experience for people who were there. And if they wanted to continue the journey with us, they could. So we all, we were kind of very clear on those principles before we started putting this together, which I think really helped us to stay grounded towards what we actually wanted to try and create, really. Kathleen: All right. That's great, I love hearing those specific revenue numbers, it's definitely not bragging and I think, the feedback I've gotten from my listeners is the more specific the data, the better, because, [crosstalk] it's one thing to come on and say, "I'm getting great results," it's another to be like, "This is how much money we're making off of it," so keep that coming. Oli: Good. The Event Format Kathleen: Let's talk about the event format, because I think that's really the next thing here is, exactly what do these events look like, where were they held, what was the cost structure, how many people did you target, et cetera? Oli: Sure. So we can run through them in detail. So the first event that we ran was in San Diego, and it was a two-day workshop. And it was sharply focused on people being able to go from information to implementation. So rather than just going to the event and getting information, that they would take home and hopefully execute themselves, we would largely be able to give them pre-built, pre-packaged, well-engineered marketing that they could go and put to work immediately in their business. So we could almost do a lot of the work for them, and create these marketing campaigns that they could deploy themselves, but take away a lot of the strain and the struggle that comes with doing it themselves. And so we called the event The Automation Playbook, because really it was largely about creating this predictable lead to customer journey, and having these playbooks, these campaigns, put into their business. And so what we decided to do was run these events so they were very, they were easy for people to be able to make the decision to come. So the price point was only $97.00 to attend the workshop. But because of- Kathleen: That's a no-brainer. Upselling Event Registrants Oli: Absolutely, no-brainer, right? But in order to make this a different, you know we're not going to get rich, and you could also argue how much value can you really also give for $97.00? And so what we did was, something that really goes against what most people will tell you about these events. And so what we did was, we actually got people to take a free trial of our membership at the time, of Player's Club, which was a inner-circle, my inner-circle, which was $400.00 a month. So what it meant was, just so you understand how it looked, they came and registered for the workshop for $97.00, but they also took a 30 day test drive of Player's Club. And it so happened the things that we would talk about at the workshop were the things that they'd get as part of membership. So they actually get these campaigns, these playbooks as part of membership anyway. So we obviously wanted them to continue the journey with us beyond this. But that meant then, we were really converting the workshop from a sales mechanism, to actually being more of a membership event. So it was a very different feeling. We actually spent most of our time at the event engendering them, indoctrinating them to the value of membership, and really getting the results for them that they wanted with the time that we had together. So it meant that after the 30 days, they would then hopefully continue as a member. And that's really where our revenue was going to be based in the back end, rather than in the front. And so it was on us to perform, and we did that, we did that very well. Oli's Event Marketing Plan Oli: What we ended up doing, to give you the exact numbers, and how we got people to the event, was, we have a little advantage, maybe, over some because I have a name in the industry, I suppose, speaking at different events. But, so we have a small list, in California, we had about, and a little wider than that, we had a list about five and a half thousand people, which is not insignificant, but they were people that were on our list. But we also knew that we wanted to go out to the market and meet them where they were, so we actually procured a list of 1200 businesses in the local area. So a very targeted list that we purchased from InfoUSA, to be able to target people with direct mail. Now a lot of you might be thinking, "Well in a digital age, why, why would we do that? Can we find other ways of doing this?" Well, we did a two-step direct mail campaign to these people, which actually prevailed to be the most expensive people to actually put into the event, but have subsequently, now we know all the numbers on the back end, actually prevailed to be the best long-term members and customers for us. And that worked extremely well. So we did email to our house list, to our targeted list of people that we'd already got, we also did some internal lead generation with text messaging, so asking people on our list, "Text the words San Diego," or "Diego," whatever it was, back, and then we would send them the information and invitation to then event, and then we also did ringless voicemail as well. So we did a recorded message that would show on their phone. And we got them then to text us back from that ringless voicemail, for us to then send the information about the event. So all in all, the net result was we ended up having, we ended up doing, what was it now, let me have a quick look here, I had to make a note of it for you. We sold 32 tickets to the event. Measuring Event ROI Oli: Now again, on high-level you may look at that and think, "Gosh Oli, 32 people? It doesn't sound like a lot of people in the room, how'd you make that work?" Well least we forget, they paid $97, which liquidated the cost of running the event for the two dates. You know, to get the hotel, and refreshments and that kind of thing, liquidated the cost for us. But also, because we promoted this in a four-week window, remember they were taking the 30 day trial of membership, they weren't actually charged their $400 for the membership, until after the event. Well what that meant was, only 10 people out of the 32 actually canceled membership, because they loved the event, they loved what we delivered, and they wanted to continue being a member. And that was fantastic because now we've got reoccurring revenue, obviously, from those people. And we also took the opportunity at the event to offer them an opportunity to apply for our Mastermind. So what it meant was 10 people out of the 32, they applied to become a Mastermind member at $15,000 a year, and six of those people actually bought. They didn't buy to pay over the year, they actually paid in full. So it looked like out of those 32 people it's a massive number per delegate that were there, of course. $93,000 in revenue, up front revenue, was generated from the event. And then, $8,000 of recurring revenue on the back end! And what I can tell you is, that model and that run rate, the stick rate, the attrition, was a nine, ended up to be a nine and a half month stick rate at $400.00 a month. Kathleen: Wow. Oli: So, fantastic lifetime value for using an event as a way to acquire members as well, and get them to stick. They actually ended up to be very, very good members, because not all lead sources are obviously the same, and what I'm trying to say here, if you get my point, is if we'd have acquired members through Facebook advertising, for example, then the cost of acquisition might have been less, than running an event, but the stick rate might not have been the same. It could have been three months, two months, as it has been in some circumstances. So, worked extremely well. Kathleen: Yeah, I have so many questions for you. But the first thing I think that really jumps out at me from listening to you talk, is that events, one of the reasons that events probably have a terrible reputation, is that I think too many businesses hold events thinking the event itself is going to be the money-maker. And what I'm hearing you say is really, the event is just essentially the gateway drug or the tripwire, to what is really a bigger offer that you have, and so if I'm listening to this, I think the first thing that I would be thinking is, "What is it that I'm really trying to sell?" It's not the ticket to the event, that's just the promise that the person's going to show up and the way to cover the cost. I need something bigger, longer term, perhaps recurring, that I'm really looking to sell to them, is that right? Oli: Yeah, absolutely. I think you've always got to start with the end in mind, and if you think really about this, the journey that you want to take people on, and the experience, on that journey, that you want them to have. I think what I really like about events is, and I'm totally sold on this now of course, but what I really like about these types of events is really the proximity and the bond that you can have with people, because you find out so much more about people's fears, frustrations, challenges, objections, and that then allows you to be able to iterate and change your offers and the way that you talk about things, in a much more accurate way to mirror and match those problems that you're solving for people, because of the time that you're spending with each other. Using Events for Audience Research Oli: And of course, you can also, I found out, find out very succinctly why people are also taking advantage of these offers, why they're continuing in membership, what they really thought about the experience, because they're going to give you that feedback. You're going to get it a lot quicker than you perhaps would in terms of some level of delay from a webinar, for example, or a post, you know, an NPS follow-up. Which are all great by the way, but there's nothing quite like events to be able to have that interaction with people. Kathleen: That's a really good point, because there's a big difference. You know marketers talk a good game about doing persona research and audience research, and there's a difference between setting an appointment and saying, "I'm going to call you and ask you 10 questions for my audience research," and sitting and having a cup of coffee with somebody before a workshop presentation. I think in the latter case, you get a much less guarded, more candid set of feedback than you do when you're in a structured interview setting. So that's an interesting point that you make there. Oli: Yeah, I think we also really embodied that feedback loop, because when you do an event like this, you get to know very, very quickly whether or not something works or it doesn't work or it resonates or it doesn't. And I remember listening to, I actually asked the question at the event, "Is there any reason why you wouldn't continue the journey in membership beyond this point? Is there any reason why you would cancel, I'd love to find out." Not to, if not for any other reason than I don't feel that we will have done our job, and it's my duty to find out how we can best serve you, and so I'd love to know your candid feedback, so please give that to me. And I think because I was just very authentic with that as well, that helped. But because it was different, you're face-to-face, toe-to-toe with these people, it really, you don't need to be something that you're not, right? You're engineering something for their benefit. I think people could tell that and see that, that you actually cared. And I think... You've got to go into these things in the right way, and I think the thing that we did that, somebody's looking at adding information, education, training, mentorship, whatever to their business, and they were thinking about doing this kind of model with a ticket and then a trial of membership, I think it really gave people the opportunity to find out whether or not we were right for them. It gave them a taste of, so rather than doing a lot of indoctrinating, a lot of reselling, a lot of reaffirming when they onboarded as a member, now we could do that in the confines of an event. That's probably the reason why it worked so well long term. Using Direct Mail for Event Promotion Kathleen: Yeah. All right, I'm going to shift gears, and I want to ask you some more kind of nitty-gritty questions. You talked about some interesting things in terms of how you acquired registrants, or put butts in seats, as we like to say. You talked about direct mail, and you mentioned you got your list from Info USA, which is definitely a source that I'm familiar with, and to clarify, you really purchased that list to do direct mail, not to do email campaigns, correct? Oli: Yeah, that's right. Kathleen: Yeah. So how many different direct mail pieces did you do, like for one individual recipient? Oli: So we did a two-step direct mail campaign, so sent an eight page sales letter to begin with, to all of those people, and then we followed that up with, anybody that didn't respond, with a postcard, a typical postcard, to again take people to, the actual call to action was one, to go to a vanity URL just so we could track the traffic and then obviously the opt-ins, and then secondly, to text a keyword. Because pretty much when people receive direct mail these days, they're not far away from their mobile phones, let alone going online and keying something in. You'd actually be surprised that the majority of people actually text in to receive the information for us, and then we have an automated text conversation, to then get them to the point where they had the opportunity to purchase a ticket. Kathleen: Now, if my memory serves, I seem to recall you mentioning that having two steps in that direct mail sequence was really important, because, even though you had the eight page sales letter, which would seem like, boy if anything was going to convince them it would be those eight pages, and then you followed it with a very simple postcard. Am I right in remembering that on that second step you actually had a really good response rate? Oli: It was almost double. Kathleen: Wow. Oli: It was almost double. In fact I think for this first event that we're just talking about here, it was like 60%. Kathleen: Wow. Oli: So, it was a lot, lot better response than just taking the first step. So we would have basically not, we would have got a whole lot less registrants from the direct mail. It would've almost meant that it wasn't profitable almost to run the first step.It would have just been one step. So actually by investing into two it actually paid dividends. And to be honest, multi-step, multi-media follow-up works every single day. So having this mix really works, and of course once they were in the funnel, once we'd actually lead-generated them, then they weren't just getting, they were getting all sorts of media as well to get them to convert. And the thing that we should also talk about, really is, and you're probably coming on to it, is how we got people to actually show up, because one of the big things with events is, and you'll hear this a lot in the industry is, they'll be like, "Yeah, we can get registrants, we just can't get them to actually show up," Kathleen: Yeah. Oli: And our show up rate across five events now, is 90-odd percent- Kathleen: That's huge! Oli: I can't remember the exact number. Kathleen: That's so huge! I run a HubSpot user group where I'm located in Maryland, and my rule of thumb is to expect about 50% of the people to show up. Now I don't charge for it, which probably if I charged money, I'm not allowed to do that, but if I could? It would probably make a little bit of a difference, but that's huge. Oli: Yeah, yeah. It's so big, because, and you have to invest into that, it's a little bit like the lead generation on the front end, you know that it's going to be a higher cost of registrant, for example, but arguably a higher quality. It could be the least cost of, it could be the lowest cost of acquiring a customer, as well, so that is a consideration. We did direct mail when people bought a ticket, we actually sent a box in the mail. So you can imagine, you buy a $97.00 ticket to a workshop, you're not getting any direct mail from that. Because we knew our numbers on the back end, we knew the value of the membership, we know how we can really help people, it meant that we could invest in that relationship. So we did a shock and awe box in the mail. We even did a customized tee-shirt, as well, that was sent to them. We had a whole welcome package that was sent over, a whole bunch of, it was like a box of goodies, really, that they got before they even got to the event. Because really what we're doing is, we're not just welcoming them to buying a ticket, but now we're reselling them on the benefits immediately of becoming a member, which clearly works well. Kathleen: All right. So you did these two direct mail pieces, how far apart were they sent? Oli: So we did, it was about five days, there or thereabouts. You could send them in slightly closer succession, the thing with direct mail is that there's a little bit of latency, where there's kind of the factor that they hang around, a little bit. See the funny thing is with it, is people that didn't respond to the first direct mail piece, they got the second, but sometimes that we actually found that they actually came back and actually responded from the first, because we used a way to track the difference, to discern the difference between the two direct mail pieces that we used. This is actually interesting numbers, that they got the second piece but didn't respond, but did from the first, even though they got the second. Kathleen: Yeah, it just gave them that nudge that they needed. Oli: Nudge, yeah. Just like an eight page sounds like, it doesn't really kind of go away, like it hangs around a bit, you know? Text Campaigns for Event Promotion Kathleen: Yeah. Now, you mentioned you directed them to a vanity URL so that you could track, and you also mentioned getting people to text. What was the platform that you used for the texting campaign? Oli: So we used Fix Your Funnel for the text campaign, but if you wanted to use something that was more HubSpot centric, then Yeti Text is a great alternative. It's made by the same people but just more focused into HubSpot. And that would be something to consider. Kathleen: And did the same platform also provide you with the ringless voicemail? Oli: Yep, they do ringless from there as well, but we didn't actually use them, we used a company called Slybroadcast which actually, funnily enough they actually use on the back end of their service anyway, so truly integrated. Yeah, and that's what we used for the ringless voicemail. I was very intentional with the ringless voicemail, was to say, "Hey it's Oli Billson here, I just wanted to reach out to you, obviously I've got your voicemail, but I just wanted to leave a quick note just to say I'd love for you to attend the Automation Playbook Live in San Diego, which is coming up in a few weeks. And right now is a great time to lock in your spot because we've got a few spaces left. Just text me back on this number, and I'll make sure that we will send you a link to find out more information." So what I did very intentionally was, the number that I called from doing the ringless voicemail, is actually the unified number for two-way texting, so I knew that when they picked it up, they could just text their number back that actually gave them the voicemail in the first place and that match really worked well. Kathleen: Now this is a really nitty-gritty question, but I need to ask it, because I've played around with texting and ringless voicemail campaigns, and a lot of the providers that I've worked with, they don't necessarily give you a full phone number, they give you a separate, special number for texting that doesn't look like a phone number? But I feel like, with ringless voicemail it doesn't seem like that would work as well, because it wouldn't look like a real person's number. So in your case, what did that look like? Oli: Yeah, so what we do is we buy, we bought a local number, that was local to where the event was. So when we did this in Toronto, we bought a Toronto number, and when we ran it in Austin, I bought an Austin number. And so, what that meant was, yes it was a local landline number, but we were just telling them that they could text back on that number. And it worked, it worked insanely well. I guess somebody's thought process wouldn't be, "This is obviously not a mobile number," but they do know that it's the local number, and they're tying in, "He said San Diego, this is a San Diego area code, I am in San Diego, okay." Kathleen: Yeah. Oli: Regardless of whatever he said I could text in, and you know there's a match there in some way. Kathleen: Yeah, thanks for clarifying that, because I think it's like those little details that really matter when you're doing these things, and they're the things that are the easiest to screw up if you haven't done them before. So you got people to come to the landing page, they engaged with the text campaign, they got the ringless voicemail, if they signed up you then sent them the box? What was in the box? The "Shock and Awe" Box Oli: Yeah, so, a bunch of, a bunch of things. I think most people wouldn't have expected to see everything that we put in there. So we had a branded tee-shirt. So we had a tee-shirt that was printed by us from, I think it was Custom Ink, was the website. And it was a lovely like, a really nice tee-shirt, it wasn't just like a crappy Fruit of the Loom thing, it was a nice branded tee-shirt. And then we had an agenda, for the event, a printed agenda for the event. It also had a stick letter, which is a letter, really that they'd read that we know that they would get, congratulating them on the decision that they'd made, and again in kind of reselling the benefit of the event. And then we put a bunch of testimonials, like a whole brochure, a 32-page brochure of testimonials from people that, if they're marketers, they would probably know who they are. So if somebody was like an Infusionsoft user, then they would know the CEO of Infusionsoft, we have a testimonial from them. If there was, just all sorts of different people who are like celebrities I suppose, in the marketing space, I have testimonials from them because they paid me for consulting or whatever it may be so I've got testimonials. And then also a bunch of transformative testimonials as well, from just normal people that they can relate to in lots of different industries, service-based businesses, client-based businesses as well and that I've helped over the years as well. So I sent them that for proof, and that really helped as well. And then we sent them a couple of of gimmicky things, like a little bookmark that they could use that was branded. We were going to do, like usually when we do this stuff we usually like to appeal to people's taste, so you could send some cookies or something like that in the box. We didn't do that in this particular case, but it's something that you could do in the future and you could tie them eating that to something in the letter, like you could reference it. Kathleen: Like "Take a bite out of your competition" or? Oli: Yeah, exactly. Yeah yeah yeah. So we just tried to create a situation that, all of the different pieces are paid for and everything in there, they all feel like, it's only a little thing, but they all feel different, that's more of a tactile thing. So people wanted to go through it and keep seeing what was in the box, and it had pink shredded paper- Kathleen: Oh, crinkle? Oli: Underneath it, they all sat on top of that. Yeah, that's it. So it didn't, they weren't rattling around in the box, you know what I mean? Kathleen: Yeah. Oli: And the box itself, I was on a podcast a couple of weeks ago with my friend Bill Glazer, and Bill was like, "I've still got the box!" Like, he's actually got it there, right? Because it was a high-quality, printed, branded box that we had. And, yeah. And we sent it FedEx as well, so again, all of those things kind of matter, because you know that it's like Christmas when somebody is opening it. Kathleen: It's so funny, I used to own an agency and we did a lot of, we called it dimensional mail, but it's essentially direct mail in a three dimensional package, with stuff in it, right? And it's amazing, the difference in response rates and reactions to people who get a box, than from people who get flat mail. I mean we used to have response rates of like 15 to 20%, and direct mail as you know, it's usually like 1 to 2%. Because everybody likes getting a box, they think it's like, "I might be getting a present," right? Oli: Exactly, yeah. Kathleen: And boxes get past gatekeepers, which is also a great thing. Oli: Absolutely. Measuring the Results of Oli's Events Kathleen: Well I love this, so I want to just circle back and recap, and let's talk again about what it cost you to put the event on, and then what your results were because I want to just drive that point home, of what this meant in terms of ROI. Oli: Sure thing. So the first event that we ran as I mentioned, $93,000 in front-end revenue and just under $8,000 in monthly recurring revenue. So then what we did was, I replicated exactly the same model in Toronto so I looked at another area, like another hub that would work, and I wanted to try Canada, so I did exactly the same thing. And in this case we generate 53 ticket sales, not 32, and it meant that we had 35 people out of the 53 continue in membership, so that was like $13,800 in recurring revenue, that we had from that event, right, because there was a lot more tickets that we sold, and $80,000 in front end revenue because nine people applied for Mastermind and five people became members at 15 grand each. So again, another 80 grand plus another nearly 14 grand a month in recurring revenue, which was great, okay? So those are the two results that we had, and I was like, "Don't stop now!" You know, don't stop doing this. So I was speaking at the ManyChat conference in Austin at the end of last year, and I thought, well I'm speaking at this conference, it was super last minute, super last minute, but I decided to put on another event. And I only had two weeks to promote it, so I knew that I wasn't going to sell like 50-dd tickets, 35 tickets, but because of how good the back end was on doing it, I thought, "What the Hell, I'll do it anyway." So I ran it in Austin and we only sold 17 tickets, which again, might sound like, ugh! That's not great- Kathleen: Well you're already there, anyway. Yeah. Oli: I'm already there anyway, right? But from that, 12 people that continued their memberships, out of 17, that was like $4,700 a month of recurring revenue, which was great. And six people applied to become Mastermind members, and five actually became members. So it was a little over $75,000 there from what was, and that was a one-day event because it was all very much last minute, I couldn't do my usual two-day event, so that's like $75,000 for one day, and then also then of course we've got $5,000 coming in from the recurring, from one day, so it made sense like, this is great, keep doing it. Kathleen: Yeah. It sounds like it's about $100,000 or more in revenue, per event. Can you, have you ever quantified fully what it costs you to put in on, not just the hotel and the catering, but the cost of acquisition? Oli: Yeah, sure. So for a two-day event, the first one that we ever ran, we ran on a real shoestring budget. So we didn't do catering. We put it in a really nice hotel, we did it at the Andaz Hotel in San Diego, which is downtown, it's a lovely place, great experience for a place, but we just didn't do lunch and we didn't do coffee and we didn't do that type of thing. We actually went to Starbuck's and bought the coffee ourselves, it was like, that kind of ghetto. But our cost for running the event was like, three and a half thousand dollars, that was it. That included room hire, we didn't do food and beverage with the hotel, we managed to negotiate it all, so that was really light. $3500 is negligible, right? What it worked out to in Toronto and Austin for those events, Austin was a bit different, we ran it at the Fairmont for one day, so it was a little bit more that what you'd expect to be half of that cost, and we started to put lunches on them. So what we found was, some people that wanted to consider joining Mastermind, we actually used that as a vehicle to then bring them into a lunch, so that I could actually get to know them better, not just what was on paper. We actually wanted to buy them lunch, because I wanted to find out more about them and whether or not we could really help them, and a great way to do that is to get to know people over lunch, after they've made their application. So there were some other costs, but I think on average, for a two-day event, it was under $5,000, for sure. Kathleen: Wow, that's insane ROI, so, there you go. That seems like a no-brainer! And you've been pretty generous in sharing, I know online and in different places, some examples of some of the things you've sent out, and so maybe I'll try and see if I can dig up some of that and include it in the show notes. Kathleen's Two Questions Kathleen: Before we wrap though, I have two questions that I always ask my guests, and I'd love to know what you have to say. I talk a lot of people doing inbound marketing on this podcast, when you think about inbound marketing today, company or individual, is there a certain person or company that stands out as doing it really well right now? Oli: I think from an inbound perspective, I think that you can really learn a lot from the education that, obviously HubSpot is such a big player, and you're so involved in their ecosystem, they're doing great stuff. But people like Marcus Sheridan, people like that, great people to follow, great people to model, and there's no, we're not short of great examples of inbound from those guys at all really. And some of the things, I was just on your website actually, earlier today, and you were, what was I searching? Oh, I was searching some definitions, this is how powerful inbound can be, I was searching some definitions for sales teams stages. And I was just setting up a new pipeline, and you were like the first result. IMPACT was the first result for discerning MQLs, SQL, and so I was like, "That's just the power of that." We're on a podcast together now, which is great, but that's amazing, isn't it, you know? Kathleen: It's cool when this stuff actually works. Oli: Absolutely, yeah. Absolutely. Kathleen: No, it is. Well the other question I have, and I always love, I love asking this because selfishly I want to know the answer, is digital marketing is just changing so quickly, there's so much happening. It's like drinking from a fire hose, and the biggest complaint I hear from marketers is just, "How do I stay up-to-date?" And so, how do you personally stay up-to-date? Do you have any go-to sources of information that you rely on so that you're always current on what's happening in the world of digital marketing? Oli: I think that people can really get hung up on doing a lot of learning, and not enough implementing. I would say again, none of us are short of resources and advice that we can go and get for free, or paid, whether it's programs or courses or groups or whatever. Or podcasts we could listen to, but really the learning comes from doing. And what I'd say, my advice to somebody is, really you don't have to spend too much time in this field to figure out what you could do, you just need to figure out what you should focus on, and go and do it. And make your own distinctions as you go, on what's working based on the numbers and the data to guide you on where the deficiencies are, so that you can plug those gaps and get help and support where you need them. And then hire in help for people to help you who have those specialist skills, to be able to do it. So I think I'm really big on implementation, and information's great, but there's nothing better than actually doing it. Kathleen: Yeah, that's great advice because I do think that it would be very easy to spend, as you say, spend all your time trying to learn and then really falling victim to shiny object syndrome, and thinking, "Oh, I just learned this, I need to try that," like you've got to kind of pick a few things and test them, and then if they work stick with them. So, great advice. Well Oliver I have learned so much, I learned so much when I listened to you speak at Digital Marketer, but it was, I'm actually really glad I got to hear it a second time around, because there were some new details that you shared that were so interesting, and we do a lot of events, so hopefully you feel like imitation is the sincerest form of flattery [crosstalk] because we may try some of those things. How Connect With Oli Billson Kathleen: But if somebody is listening and wants to learn more about this or about what you're doing or check out information on your events or your company, what's the nest way for them to connect with you online? Oli: Sure, so they should go to nextlevelbusiness.com/learn, and I actually put together a free resource for people that are there, who may want to learn about how to drive qualified leads into sales appointments, to actually have good quality sales conversations and that's using our framework called the Funnel Framework. So I've prepared a bit of training to give to your listeners, which it was previously a paid-for premium training, but you can go and get access to it, get a 24-hour pass to it at least to go and watch it, at nextlevelbusiness.com/learn, and you can go there and go and check it out. You Know What To Do Next... Kathleen: Perfect, I will definitely put the link to that in the show notes. Thank you so much, this was really fun, and great to dig in on all the details. If you're listening and you enjoyed what you heard or you learned something new, of course I would appreciate it if you would leave a five star review on Apple podcasts for the Inbound Success podcast, and if you know someone doing kick-ass inbound marketing work, tweet me @workmommywork, because I would love to interview them. Kathleen: Thanks again, Oli! Oli: Thank you, cheers.

Oli Billson started his first business at the age of 15. He now owns a portfolio of 4 multi-million dollar businesses, one of which he scaled internationally with 170 franchises and has recently sold. Oli’s superpower lies in strategizing and implementing conversion-led, money-making sales and marketing funnels. When he fancies it, he also spends time as a Consultant to many well-known entrepreneurs and business growth experts. His latest venture is NextLevelBusiness.com, which transforms “normal” businesses into fast-growth businesses that experience double-digit growth year after year.

Visit MaximumLawyer.com for complete show notes of each podcast episode, tips, hacks and more resources!    Today on the show we have Oli Billson, lifelong entrepreneur and marketing legend.   In this episode, we’ll talk about the his four main profit activators he sees in all of his seven-figure businesses, including: -Having a real vision of how you’re going to scale your firm past the plateau point -Building a growth team with the capability to scale you from six to seven figures (or seven to multi-seven) -Having an inbound sales team -Building an “automation playbook”   He’ll also reveal some of the biggest business myths that are being perpetuated through books and social media you’ve probably consumed, as well as how he structures his time as he runs his multiple businesses.   Hacking’s Hack: Grab your iPhone or your Samsung and look at your messages-scroll down to the very bottom as far down as old as you can get on your messages find people that you haven't connected with in a while and just send them a quick text letting them know that you're thinking about them.   Tyson’s Tip: About two years ago, I started ordering from National Pen Company and people are always asking about you know, where do you get your merchandise things like that? They have high quality merchandise pens, notebooks, things like that and they're really inexpensive. I highly recommend them-National Pen Company. Worst case scenario is if you get on their mailing list, every two weeks they will send you a sample product in the mail. I just got like a notebook in the mail from them. Its actually branded with my firm's information on it, and I get something every two weeks.   https://www.nextlevelbusiness.com/learn/   https://www.oliverbillson.com/   Make sure to register for MaxLawCon19, June 6 and 7 in St.Louis.   For more content from us please subscribe to our Youtube Channel   Thanks so much for listening to the show! If you want to know more about this and keep on maximizing your firm, please join our Facebook Group or like us on Facebook and comment!   You can also go to MaximumLawyer.com or, if you’d prefer, email us at: info@maximumlawyer.com   Interested in being on the show? Shoot us an email at support@maximumlawyer.com or message us on Facebook!   Welcome to the Maximum Lawyer Podcast. Partner up, and maximize your firm.

In this episode, Ryan is joined by Oli Billson and Trent Chapman. They discuss the steps to building a team and how you can avoid the common mistakes entrepreneurs often make.

In this episode, Ryan is joined by Trent Chapman and Oli Billson. They discuss the first pillar in Oli's four pillars for success: Vision.

Oli Billson is back to talk more about his FSMC Formula. But this time, Oli takes it beyond that initial conversion and talks about how to use this formula to keep the customers who have clicked. He goes over how to use the FSMC Formula to prevent this “follow-up failure.” He also teaches you how to create a campaign and how to score leads so you can focus on users with the highest chance of conversion. In This Episode You’ll Learn: How the FSMC Formula will help you even after you get your leads What “follow-up failure” looks like and why you want to prevent it in your business An example of the FSMC formula in the wild that will help you shape your own campaign How to create contingencies around asking “if they do X, then we do Y,” and “if they don’t do X, then we do Z” How to differentiate great leads from poor leads using a lead scoring strategy

In this episode, Ryan and Oli Billson discuss Step 3 of Oli's 4 Steps to Business Success, the Phone Funnel Framework. They introduce how to use interruption-based marketing to actually convert your leads to sales.

Ryan talks with Oli Billson on finding a direct path to success, how to best learn from failure, and Oli introduces four pillars for success in your business.

In this episode, Oli Billson, a marketing and business growth expert who specializes in direct response and marketing automation, reveals the key ways to move the needle in business – and keep it moving. Elliot and Oli discuss how the lessons learned through competitive sport can be both beneficial and challenging when utilized in entrepreneurship. Listen in to hear a highly sought-after business consultant share why working on yourself, maintaining a routine, and focusing on your goals is critical to both personal and business success.  Visit A-Game Advantage or find us on iTunes to subscribe, visit previous episodes, and learn more about your host, Elliot Roe. Time Stamped Show Notes: 01:40 –Oli’s entrepreneurial journey 01:50 – He started his first business at 15 years old and played tennis since he was 7 or 8 years old 02:37 – He lost his love for tennis and sought something else; he found joy in making custom-built computers for clients so he began doing that 03:50 – He had the freedom to choose his life’s path from an early age 04:08 – His education in sports translated well to business; the competitive nature of sport can also create internal conflict 04:45 – You must work on yourself to move the needle 05:00 – In sport he wanted to know every aspect of the game but in business it’s hard to do that 05:35 – He went to university for a year and was approached by KPMG; he still dropped out because the corporate life wasn’t appealing to him 07:05 – Bringing on the best staff 07:30 – Early in his business, he had an expectation that the people he hired would be like him; it took him a while to recognize how people were different 08:15 – He learned that he needed to adapt and find more people to act within their unique ability 09:10 – What Oli did to self-teach 09:50 – Before about a year ago, he looked for resources outside of coaching 10:07 – He learned that different techniques need to be deployed at different points in a business’s growth 10:50 – Oli got a coach because he needed support in making decisions 11:00 – The impact coaching has had on Oli’s business 11:20 – He thought it was about getting to the next level as a leader but it has made more of a personal impact than he could’ve ever guessed 11:45 – He can now spend more time with his children and is more clear on his personal vision, goals, and priorities 12:13 – Personal balance is directly impacting his leadership skills 12:40 – His struggles as a leader were like his struggles as a parent; both are connected and being addressed through coaching 13:10 – He has become more mindful 13:32 – How Oli organizes his time 14:00 – Focus is key; a clear personal and business vision is necessary 15:16 – Have a clear mission that is measureable and achievable 15:40 – Create an annual set of priorities and make quarterly, monthly, and weekly projects to achieve those goals 16:48 – Daily disciplines are the daily breakdown to accomplish the goals outlined 17:00 – The 4 P’s 17:00 - Promotion: Diving leads and making money 17:20 – Production: Make something 17:49 – Provision: Things you must do for other people or compliance 18:00 – Pedestrian: Administrative things that can be delegated 18:20 – Oli’s routines 18:30 – Every night he plans the next day and every morning he has a wellness and working routine 20:40 – Advice for someone wanting to build a business 21:00 – Discipline and structure are key to success; work within your unique ability 21:40 – Oli’s “ah-ha” moment in business 22:00 – Successfully helping other people do what he has done to succeed after he tested and refined the process  3 Key Points The lessons learned through sport greatly benefit business – but also challenge a competitive mindset. The strategies implemented to grow to one level of business are different than the strategies needed to grow to the next. Have a clear vision, mission, list of priorities, and goals to get to the next level in life and business. Contact/Resources Primed Mind – Elliot’s Mindset App Next Level Business – Oli’s website Credits Podcast Production by Podcastily

Today’s episode was recorded live from the 2018 Conversations Conference, hosted by ManyChat. We’re talking with return guest, Oli Billson. Oli previously talked to us about his phone funnel framework several episodes ago. And in this episode, he explains his “FSMC formula” and gives us real campaign examples of how he uses this formula to generate conversions. Learn how Oli uses Facebook Messenger to drive qualified leads into sales appointments, how to create milestones within your campaign, and when to use contingencies to increase the success of your ad. IN THIS EPISODE YOU’LL LEARN: Oli’s 3 P’s that ensure your marketing is successful The FSMC Formula Oli uses for each of his advertising campaigns that’s helped keep his customers on track How to retarget consumers who didn’t follow through on campaign milestones How to integrate FSMC into Facebook Messenger so you can streamline your conversions

Want your Facebook funnel to be more profitable? Wondering how Facebook lead ads can help? In this episode, I interview Oli Billson. He's a business growth expert who specializes in direct response and marketing automation.  Sponsored by Social Media Marketing World: http://www.socialmediaworld19.com Show notes: https://www.socialmediaexaminer.com/321

Oli Billson started his first business when he was 15 years old, and now he’s an international speaker, sharing his expertise on marketing strategies for business success and growth. Oli Joined us at DigitialMarketer to share his strategy for success: the idea of building businesses within businesses. He outlines the benefit of developing additional income based off of the service your business is already offering, why marketing is the most important part of your business, and his advice for business owners and marketers. IN THIS EPISODE YOU’LL LEARN: The different problems that arise from each level of business growth and the questions to ask to solve the problem Your business will only grow as much as you can grow as the business owner Start with the end in mind and then work backwards to solve the problem The importance of picking your battles when it comes to your business

Show notes: In Today’s show Rob & Leon speak with Oliver Billson, a serial entrepreneur from the UK who runs 4 successful businesses and consults with the “Crème de la Crème” of the marketing world on the topic of Dynamic Response Marketing. Brace yourself for an array of cutting edge information Oli will dispense in this episode. Discover how to apply DDRM Methods to build 100 Million dollar company… Eavesdrop on the savvy business Lesson Oli learnt from his days as schoolboy tennis player that equipped him for his first entrepreneurial foray at the age 15. Learn the steps to creating a business dynasty combining your passion with Direct Response Marketing… Revealed: How an almost catastrophic business challenge wound up being a blessing in disguise as it lead Oli to mastering a new marketing skill that saved his then fledgling company from the scrap heap (The Best part is he paid less the £10 to learn it and made £55K in up front sales, not to mention the residual income) Would you like to know how to annihilate the brand based advertisers in your market using old school killer Direct response? (The secret is to conduct better research and articulate of your offer) Oli lays out the simple way to turn your advertising into profit using old school “2 To 1” Ratio Methodology. Once you grasp this strategy you will have unlimited marketing budget to play with… 41 mins into the interview Oli gives the unsexy answer to creating winning marketing campaigns, which will outsell, outperform and outwit 97% of the player’s in your niche within 12-18 Months. No bright shiny objects to chase guaranteed. Oli gives you hands down the best resource to beat the resistance to get shit done and kick the procrastination blues to the kerb once all for all, boosting productivity immediately. Oli shares rock solid advice to smoke out the half bridge marketing syndrome stunting business growth, the info will propel your business like a rocket towards outstanding sales results. Success Quote Motion beats meditation What you don’t know keeps you poor Resources Do The Work by Stephen Pressfield Connect http://www.oliverbillson.com

We’re all familiar with the concept of the ‘Results Triangle’. Market Message Media is a vital approach to get behind when you’re creating any funnel or strategy in your business. But what if we could take that concept one step further… In this Episode, Oli Billson and Tom Breeze do just that. Drilling down into the behaviour of the customer and looking at the milestones and key moments of their buying process, Oli and Tom share the exact process they work through, to truly get inside the head of any customer. Looking at case studies and specific examples, you’ll discover how to make it inevitable that your product or service is going to hit your customer at exactly the right time.

Advertising, on YouTube can often feel like a ‘marketing black-hole’ for many business owners. This week, Tom Breeze and Oli Billson are here to guide you through the process completely, so that you can create some amazing campaigns that give you fantastic results. Discover how to target the right audience in the best way, create your own framework and methodology to put ads together, and learn how to remarket and retarget you leads on YouTube. The majority of business owners are barely scratching the surface when it comes to advertising on YouTube, but If you’re looking for creative and innovative ways to use YouTube in your marketing and advertising strategy, then this is an episode you can’t afford to miss.

https://www.thesaleswhisperer.com/podcast http://MakeEverySale.com * Started as an entrepreneur at 15 building custom computers and exporting them to the Far East * His father was an entrepreneur * Created a window tinting business and training people to do it * Started franchising another business and built it to 175 franchisees internationally * Vehicle remapping * Calibrate software on thousands of variants * Was a national tennis player but broke his wrist at age 14 so his interests and focus changed * It doesn't matter how good you are in business—McDonald's doesn't make the best burgers—it's the system to get and keep customers that makes the difference * Oli went into research mode and found direct response marketing like Dan Kennedy * Created his own predictable system for acquiring customers * Married it up with marketing automation ( Infusionsoft ( ../../../buy-infusionsoft/ ) ) * He got frustrated giving clients advice and consulting and they wouldn't implement * So he created a service to do this for his clients * You need to create your own end-to-end funnel * Keep it simple * Start with an asset audit * Focus on one thing and do it well * Focus on these three as well: * Your existing list—present offers to them and segment them. The money is in the list if you know how to work it. * Intentional traffic—people are looking on Google for what you offer * Understand Facebook targeting is an "interruptive" form of marketing vs intentional * So understand your message-to-market match * Someone searching on Google for a local chiropractor doesn't want to be taken to a squeeze page with a free report opt-in for a guide * They have an intentional mindset * Put them into a call scheduling sequence * They're in the middle to bottom of funnel stage * Your Facebook approach would be different * Start at the top of the funnel * Have an understanding of their mindset * Your CTA must match the stage of your prospect's pain * Your keywords must match like "last minute chiropractor appointment" to capture those who are injured or in pain now * Have a "click to call" and capture the lead from the call and have a sequence to nurture them * This takes work * Strategies change * He has run the same offline-to-online nurturing funnel since 2004 * The messaging is still working * It took time to test it and find the right message * He is constantly refining the segmentation of the list * Sometimes the most expensive leads become the best, most profitable customers * Get good at marketing to create income at will * But understand the phases you'll go through in your business * Maybe you can bring in others to help you perfect and run your marketing * Strive to own a business vs. being just self-employed * Oli had to get good at everything but he realized he had to build a team who could do things for him * There's a big difference between delegating and abdicating * People will not grow your business for you * You need a clear vision with priorities for your business * Define what success looks like * Now you apply speed * Few people need more information...you need to implement * Find a team that is aligned with you * Outsource vs in-house? * Project manage vs employer * You need process managers and project managers * What is your decision-making process for hiring, firing, delegating? * 29 staff with 16 core members Support this podcast at — https://redcircle.com/the-sales-podcast/exclusive-content Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy